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Published
Jan 25, 2021
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Feelunique has strong festive season

Published
Jan 25, 2021

A glowing Christmas trading period has put UK-based online beauty brand Feelunique on track to exceed £100 million in sales and positive core earnings this financial year.


Christmas gifting demand delivered strong sales for Feelunique


Sales for the 12 weeks to 3 January jumped 39% to £28 million as sales through Feelunique’s third-party marketplace channel also increased tenfold on a year ago, according to Retail Week.

International sales for the period were also strong, with US revenues up 168%, supported by growth in Europe, the Middle East and North Africa.

The retailer noted active customers over the period grew by 41% to 1.3 million.

Star category over the festive trading period was skincare with sales up 57%. Demand for retinol-based lines jumped 145% and dermatologist-approved lines rose 174% “as customers looked to replicate professional-standard treatments at home during lockdown”, it said.

Another hit was the brand’s Christmas advent calendar, featuring more than £270 worth of beauty products for £89, which sold more than 10,000 units.

Make-up sales delivered double-digit growth despite no Christmas parties and consumers stuck at home. And skincare sales surged, with consumers prioritising self-care during the period. Fragrance and haircare products were also popular.

Chief executive Sarah Miles said the season’s strong sales “[capped] what was a transformational 2020 for Feelunique. We have achieved rapid growth in revenue and new customers over the past 12 months. This progress has been supported by investments in our technology and our focus on expanding the number of brands available through our platform.

It means it's on track to exceed £100 million in sales and achieve positive EBITDA for its financial year ending March 31.

For this year, the company plans on adding more brands and exclusive ranges to its platform, "driving sales through our growing marketplace channel and expanding further in our target international markets”.

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